How Perfumeria.pl unlocked the potential of thousands of products
Feed segmentation based on margin, priorities, Ceneo price attractiveness and performance broke through the Google Ads revenue ceiling.
- Google Ads revenue
- +0%
- products without traffic
- −0%
- precisely invested spend
- +0%
- ROAS (previously 889%)
- 0%
About the client
Perfumeria.pl is a veteran of Polish beauty e-commerce, with 340+ categories and over 1,100 fragrance and cosmetics brands from trusted distributors. Despite the broad offer, much of the catalogue wasn't turning into sales.
- Industry
- Beauty
- Experience
- Almost 25 years in e-commerce
- Catalogue
- 340+ categories, 1,100+ brands
- Channel
- Google Ads
Challenges
- 01
As many as 47.5% of products generated no cost or clicks in campaigns.
- 02
Large SKU count, many brands and categories, variable margins.
- 03
Product data scattered across many ad and analytics systems.
- 04
A need to automate picking the most profitable part of the offer and the budget strategy.
- 05
No dynamic segments for feed management.
- 06
Frequent promotions requiring fast strategy changes.
Permanently break the Google Ads revenue ceiling that had held for over a year, activate non-selling products and scale sales at a similar ROAS.
Connected data sources
- GA4
- Google Ads
- Product feed
- Ceneo
- Marketing automation
How we did it
Centralised data
- Combining data from GA4, Google Ads, the original feed, Ceneo and the marketing automation system.
Labels in the feed
- The feed gained labels: margin, product priorities, Ceneo price attractiveness and current performance.
New campaign structure
- Promotraffic specialists built a structure where products move automatically between campaigns with bids and budgets matched to performance.
Zombie product activation
- Products previously ignored by Google's algorithms gained exposure and were scaled in the new structure.
Watch the case on video
Before and after
- ROASBefore889%After1029%
- Products with no cost or clicksBefore47.5%After−30% products without traffic
- Google Ads revenueBeforeFlat for over a yearAfter+86%
Results
Google Ads revenue up 86%.
Products without traffic down 30% — thousands of products activated.
Precisely invested ad spend up 59%.
ROAS up from 889% to 1029%.
“Data Octopus gives us new ways to aggregate and activate product data from many sources, helping us allocate budget more effectively and deliver on strategic goals.”
More case studies
- AutomotiveFull story
4Data sources in segmentationUnitrailer: segmentation that fuels campaign growth in FranceFeed, GA4, Google Ads and margin data in a new product split and campaign structure — results after 7 weeks.Read the story Unitrailer - FootwearFull story
1125%ROAS of activated productsButosklep: 1,929 products given a new chance to sellActivating non-selling products in a separate Google Ads campaign at 1125% ROAS — results after 12 weeks.Read the story Butosklep - HealthFull story
24hDaily feed update4fizjo: a profit-based feed tailored to campaignsA daily-updated feed of the most profitable products in Google Marketing Platform campaigns — results after 12 weeks.Read the story 4fizjo
Questions and answers
How do you activate products with no impressions in Google Ads?
Perfumeria.pl tagged zombie products with feed labels and moved them into a separate campaign structure, cutting products without traffic by 30%.
What data is worth adding to a beauty product feed?
Margin, product priorities, price attractiveness from the Ceneo comparison site and current performance from GA4 and Google Ads.
Can you raise spend and ROAS at the same time?
Yes — spend grew 59% while ROAS rose from 889% to 1029%, because budget went to products selected by data.
Your products have untapped potential too
We'll show you which products in your campaigns are waiting to be activated.